Marketing is the only tool that helps any business sell its products. Imagine a world where there are no advertisements. Would you know what is selling in the other end of the world? Gone are the days where people used to market their products door-to-door. A very simple example is that of vegetable vendors. We all knew there were more street vendors back in time, but with time and change in lifestyle, we now see vegetable markets in every other street. Fishers used to sell their fish going on the streets and calling out people. Now, we can stay home and get it delivered right to the doorstep.
So what triggered this great shift? Well, while lifestyle is one part of it, comfort is another major factor. With very little time in our hands, we all need the best to be done. The aim is to get the best of a brand’s benefit to its customers. Marketing has been the sole reason why brands across the world are getting recognized.
The power of marketing can never be undermined. It has always pumped a brand’s image, products, and it’s goodwill. So what is it all about marketing?
There are so many elements in it. How do we know what is best for a brand? What are some of the methods that impact a customer’s view and decision-making when it comes to purchasing a product?
Emails are one thing that the majority of a population sees. The internet is full of tips and tricks to create beautiful and impacting emails. This particular marketing method is very useful for all brands. Around 4 billion people use emails every day. And 4 out of 5 marketers say that they can even give up social media but not email campaigns.
So, what exactly is an email marketing campaign?
There are so many ways to reach out to a customer. While many conventional methods use reaching out to customers over the telephone or in-person to create a rapport, some modern methods build customer relationships through online means like social media or emails.
One major benefit of this being that you don’t have to exhaust your physical energy. With just one click, you can reach your message to millions of customers out there. Brands use email marketing campaigns for two obvious reasons – one, many people use emails regularly, which allows tapping on potential customers. Two, it helps you build a better rapport with your customers.
Benefits of Email Marketing for Ecommerce
Having a business and good customers are not just the only things you need. Customers are always on the lookout for the best brands given a choice. In an extremely competitive world like this, you should always be on your toes to adapt as a brand.
As a brand or a business, you have to remember that customers have multiple options to choose from. They won’t remember your brand until you create a lasting impact on their minds, not forgetting to mention, regularly. Here are some amazing benefits of email marketing for eCommerce. By strongly incorporating email marketing campaigns, you are constantly reminding your customers about your brand’s existence.
Email marketing is probably one of the simplest and the cost-effective marketing methods. While commercial marketing demands printing, postage, and other costs, email marketing has no tied costs. This is especially helpful for small businesses that cannot spend more on commercial marketing like billboards, newspapers, or TV commercials.
By investing in minimum on email software that helps you automate, track, and in getting insights, you are saving up on a lot of costs. One major thing otherwise could be collecting data and running the reports manually to figure out the impact of a marketing method. This could be avoided when you invest in a good email marketing tool.
2. Delivering Targetted Messages
Customers can be of different types. And based on certain basic characteristics, they can be divided into various sections. For example, you can segregate your customer base based on age, gender, nationality, occupation, interests, and so on to give them customized experiences through messages.
With email marketing, you can choose to send messages to only a particular criterion or a particular group based on your goals and target. Studies show that marketers who send relevant messages to their customers see more gain than those who believe in ‘spray and pray.’
3. Simple to Start
Email marketing is one of the simplest marketing methods to consider, especially if you are a starter in a business and want to improve your marketing expertise.
One simple tip to remember when it comes to email marketing is to write from the customer’s point of view. Being empathetic and being in constant touch are the two basic important things in email marketing. Using quirky templates and easy-to-use tools, it is easier to get started with email marketing.
One major benefit in choosing email marketing is that the results are measurable. When you choose simple email marketing tools to work with, they come with many benefits, such as automation and insights. With insights, you can measure your way to check if you are walking on the right path. With some tools, you can track and check conversion rates. You will also be offered some quick tips and tricks that will help you in creating effective campaigns.
Email marketing has a great impact on customers. Emails have a 90.3% penetration rate when it comes to users. Emails are a daily thing to check for many people. Every time someone opens their inbox, finding a message from a brand could make them curious to know what the brand is all about.
Types of Email Marketing Campaigns to Follow for Your Ecommerce
1. Welcome Email Campaign
Everyone loves a warm welcome. A welcome email is the first chord you will strike with your customer. A welcome email series essentially talks about how you are welcoming a new customer to the family as a brand. You could talk about how they are a part of your brand’s family now, and you could express your excitement through a meticulously crafted email that is both touching and professional.
While it is not the most common email campaign, it sure is an impactful email campaign, especially when you have a new target customer. Some aspects that you can add to this email are:
A brief of your products
Invite them to your social media pages
An option to subscribe to your emailers
You could also add a little voucher or a thank you gift. This is sure to pep up things and the rapport!
2. Seasonal Campaigns
While some email marketing campaigns are evergreen, some of them are seasonal. This means you can send these emails at festive times or during special days. Some examples are Christmas, valentine’s day, Mother’s day, Summer sale, and so on. Studies show that sending emails during seasons can boost sales up to 20%. Some of the best tips to follow while doing this kind of email campaign are:
- Understand your country’s holiday calendar.
- Add a festive element to your message, like best wishes.
- Start early and create a calendar for your products and their promotions to avoid a last-minute rush.
- Make sure the aesthetics of the email match and gel with the festival.
- Send them exclusive discount coupons, and make sure you mention them explicitly to make them feel valued.
- Use the right festivals well to get the most of your customers’ attention.
3. Email Newsletters
As mentioned before, customers have so many options to choose from, and if you wish they remember your brand, you have to be in touch with them. And for this very reason, brands use email newsletters. You can stay in touch with your customers through newsletters, updating them about your brand and its products. It is a great option to educate your customers and keep them informed.
Newsletters don’t just remind your customers about your existence but also helps them learn new things about your brand on the go. Many customers are eager to know and learn more about your brand and its growth. Some of the best benefits of newsletters are:
- It creates brand awareness and helps customers understand your brand better even though they don’t shop regularly.
- A quick summary of your write-ups or blogs is a great way to make your customers curious about the happenings.
- You can create a flow in your newsletters by adding a blog, a customer review, and a link to a product. When they see this, they will be interested in knowing more about the product.
4. The Post-Purchase Email
A customer’s journey with your brand does not essentially end in just buying. It is after purchase that the actual brand-customer relation starts. To build rapport, you can always hit your customer’s inbox with a post-purchase email. Since this is not a bulk email, it shows you care about your customers and that they will tend to have a good impression. Some of the things that you can include in your post-purchase emails are:
- Ask your customers to rate their purchase experience – was their purchase smooth, including the payment experience.
- You can ask them to save the link and later review the product on your website.
- Some quick tips as to how to maintain the product or clean it.
- You can also include customer care numbers in case of any assistance.
This email campaign aims to connect with your customers emotionally and is a great campaign to keep the connection good between your brand and customers.
5. Social Media Connect Emails
While email campaigns are one of the major ways to keep in touch with your customers, another important platform is social media. Customers spend equal or more time on social media platforms, and it is a great place to connect with your customers.
You can always drop an email to your customers asking them to connect with you on your social media handles. For this, you can send some snapshots as to how your social media pages look and some links for them to follow.
6. Emails for Abandoned Carts
Many customers shop while on the go and sometimes forget to make the purchase, or they would have added something to the cart to remember and finish the purchase later.
Like many other automated emails, this email is also triggered by the actions of the customer. So, when a customer forgets to check out from their cart or has an unfinished purchase, you can always trigger an email to remind them to finish the purchase, says Carly Bryanna, Director of Ecommerce SEO at Haitna.
These kinds of emails show that you care about their purchase. Pop in emails that encourages them to finish their purchase.
For example, the subject could be “Hey! We saw you left something in your cart. Here’s a 10% discount code to encourage you for your purchase,” or something like that which triggers them to finish the purchase.
7. Product Update Emails
Many customers look forward to new products. These could be versions or a new line of products altogether. While most of them actively do their research to know what’s up next, many don’t, but they wish they were informed of such updates.
Having said that, product emails can be boring, and many do not encourage receiving them on a regular basis in their inbox. So, one creative way is to send a roundup email every fortnight or every month, depending on the updates, to let them know what’s new in the brand. Use creative visuals and catchy videos to inform the same to your customers.
8. Confirmation Emails
How frustrating can it be to have bought something online and not receive a confirmation email? This could be one of the biggest flaws in email marketing when not done. If there is one thing that customers expect from a brand, that is assurance.
When someone makes a purchase, they impatiently wait for a confirmation email either on their payment or about the product. These emails can be kept quick and simple, just letting the customer know the required details.
9. Lead Nurturing Emails
As the name suggests, it is aimed and targeted to increase leads and convert the leads to sales. It comes with a series of emails and newsletters that are carefully curated and designed to promote a product or why the emails are being sent. It contains useful and targeted content that will eventually push the customer to make a purchase or check out the products.
The logic here is pretty simple, by determining the target audience that you know would like the products, you can curate personalized emails to address them. By curating such content, you extend your relationship with the audience and make sure they remember your brand.
Email marketing, without a doubt, has a great impact on customers and how they perceive your brand.
Some Quick Tips to Consider While Doing Email Marketing Campaigns Are:
- Use the right templates for the right campaign.
- Make your emails visually appealing and interesting.
- Don’t bombard your customers with emails but rather use the right occasion to drop the right emails.
- Keep your emails as interesting as possible. Draggy emails can make customers annoyed, and they might end up unsubscribing to your newsletters.
- Invest in some of the best email marketing tools that come with good benefits.
- Emotional connection and thinking from customers’ shoes is the key in email marketing.